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Study On Brand Strategy Of The Non-government Funded Higher Vocational Education Colleges

Posted on:2011-07-21Degree:MasterType:Thesis
Country:ChinaCandidate:F LiuFull Text:PDF
GTID:2167360308474645Subject:Vocational and Technical Education
Abstract/Summary:PDF Full Text Request
The non-government funded higher vocational education colleges have made great progress in both quantity and quality since 90s,20th century. And now, they have become the important constituent of the socialist education enterprise. But, good policy environment, flexible operational mechanisms provide no everlasting motive power for them. On the contrary, the non-government funded higher vocational education colleges are facing with the pressure of survival and development because of fund, traditional cognition and the fierce competition in education market. To gain sustainable development, the non-government funded higher vocational education colleges must build up brand consciousness and implement brand strategy.With the basic theories of enterprise brand strategy and higher vocational education as well as the methods of materials analysis, case analysis and comparative analysis, this paper elaborated the reasons of choosing this topic and summed up the current research situation of the world. Then this paper introduced some relative concepts such as education brand strategy, higher vocational education brand strategy and the brand strategy of the non-government funded higher vocational education. Meanwhile, this paper analyzed the necessarily and the feasibility of brand strategy implemented in the non-government funded higher vocational education colleges and discussed brand building tactics of the non-government funded higher vocational education colleges. Finally, the paper drew the conclusion, quality is the most important for the non-government funded higher vocational education colleges' development. And brand strategy is the power of arousing them to improve education quality, but the process from brand positioning to brand creating is a difficult and long one, which requests the relative educators to increase rational knowledge, to obey the rules of brand building as well as to manage brand effectively.
Keywords/Search Tags:non-government funded higher vocational education, education brand, brand strategy
PDF Full Text Request
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